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Things Get Filthy in Barton F. Graf 9000's Deadpan Nature's Care Spots, 2 years, 7 months ago

Director Matt Dilmore gets down and dirty for new campaign

Things Get Filthy in Barton F. Graf 9000's Deadpan Nature's Care Spots

Barton F. Graf 9000 are getting dirty with their new launch campaign for Nature’s Care Organic Garden Soil brand for their client, The Scott’s Miracle-Gro Company – but not in the way you think. The product is celebrated in the spots with a 40-foot-high monument of dirt, two regular guys dryly commenting on it, and the tagline, “That’s some good dirt.”  In a category that usually puts the emphasis on storybook vegetable gardens, Barton F. Graf 9000 wanted to make the dirt pile the hero instead.

The :30 “Can I Touch It? launched on TV on Monday, and the spots “Wet” and “Colors” will air 4 weeks from now. The integrated campaign also includes a series of New Yorker-like cartoons on Pinterest that are a juxtaposition to the shiny world of garden infographics; and in April, they’ll do a funny take on the giveaway sweepstakes: whoever guesses the amount of dirt in the pile wins it.


Advertiser: The Scotts Company LLC

Brand: Nature's Care

Creative Agency

Account Director: Yvette Ames

Account Manager: Kimmy Cunningham

Art Director: Amanda Clelland

Chief Creative Officer: Gerry Graf

Copywriter: Nick Kaplan

Creative Agency: Barton F. Graf 9000

Creative Director: Amanda Clelland, Nick Kaplan

Executive Creative Director: Scott Vitrone, Ian Reichenthal

Head of TV / Production: Josh Morse

Producer: Erica Kahr

Music and Sound

Sound Mix: Heard City


Edit Assistant: Pamela Petruski

Edit Company: Mackenzie Cutler

Editor: Gavin Cutler

Executive Producer: Sasha Hirschfeld

Post Production / VFX

Colourist: CO3: Tim Masick

Production Company

Director: Matt Dilmore

Executive Producer: Colleen O’Donnell

Line Producer: Peter Slowey

Managing Director: Shawn Lacy

Production Company: Biscuit Filmworks

Genre: Comedy